Actually stating a hypothesis should earn you extra credit. Good job!

PS Bryan,

I had serious problems trying to add a comment. First it said there was an error with javascript and cookies, even though I have them enabled. The tried signing in with Facebook and nothing happened. Then I tried Twitter and it simply wouldn’t load. Then I tried them all again until something worked. Don’t know what the problem was but it was frustrating

The names also make me cringe. What the hell is a Optiplex 390 Small Form Factor? It’s meaningless.

The biggest issue I have is that they have made it all about price. There are four separate lines mentioning money: Starting Price; Total Savings; Dell Price and As Low As.

They could lose the first two as they are really irrelevant.

Plus each one is a different colour. Someone went mad with the crayon box.

I’m not fond of the ugly institution green Customize and Buy button either.

Also, the Coupon Code at the top, I totally missed seeing that on the first several views. It would be more effective in the body of the descriptions.

To sum up, the main problem is that none of the items on the page addresses the WIFM. Nothing on the page tells me what I’m going to get out of these products. There’s just no reason for me to buy.

This page needs to tell me which is “The best value.” A badge would be helpful, probably on the most expensive item.

The little “signal bars” are unique and may be helpful, but don’t really tell me at a glance what I want to know.

The copy is unhelpful. Instead of “Essential productivity…” how about “Great system for a tight budget.” Instead of “Yield better results…” how about “Good value ready for your network.” Instead of “2nd Generation Processor…” how about “This system has the power to do heavy number crunching, video editing and graphics.”

There are too many prices here — four to be exact. I say, pick two: Savings and total price. As an alternative, crossing out “Starting price” is a proven way to communicate value.

Finally, put the coupon code near the “Customize & Buy” buttons to give those transactional shoppers an extra push.